Selling to Healthcare

About Selling to Healthcare

Selling to Healthcare with Lisa T. Miller If you're selling to hospitals, health systems, healthcare executives, or provider organizations, this podcast is for you. Hosted by healthcare commercialization expert Lisa T. Miller, Selling to Healthcare helps founders, sales leaders, medical device companies, digital health innovators, life sciences organizations, and healthcare consultants win more business with hospitals through smarter strategy, stronger executive conversations, and a deeper understanding of how healthcare organizations actually make buying decisions. After generating more than $250 million in revenue and building one of the nation's leading healthcare consulting firms, Lisa shares the strategies she used to sell into hospitals, build executive relationships, and create long term partnerships that drive measurable business growth. Each episode delivers practical insights you can immediately apply, including: Selling to hospitals and health systems Selling to healthcare executives including CEOs, CFOs, COOs, CMOs, CNOs, and Supply Chain leaders Hospital buying processes and executive decision making Healthcare commercialization strategies Medical device and digital health sales Enterprise healthcare sales Healthcare innovation and adoption Executive level sales conversations Building credibility with hospital leadership Winning complex healthcare sales opportunities Whether you're an experienced healthcare sales professional or just beginning to sell into hospitals, you'll learn how to navigate complex healthcare organizations, communicate value at the executive level, and build relationships that lead to sustainable growth. If your goal is to sell to hospitals more effectively, understand how healthcare executives make decisions, and develop a repeatable strategy for winning larger healthcare opportunities, Selling to Healthcare delivers practical frameworks, real world examples, and proven approaches you can use immediately. Join Lisa T. Miller each week as she shares the insights, strategies, and executive selling techniques that help companies successfully grow within the healthcare market. Topics include: selling to hospitals, hospital sales, healthcare sales, selling to healthcare executives, hospital procurement, medical device sales, digital health commercialization, enterprise healthcare sales, health system strategy, and healthcare innovation.

Publisher

Lisa T. Miller

Category

business · news

Language

en

Explicit

No

First episode

20 Sept 2024

Latest episode

13 Oct 2026

Latest episodes

32 episodes in the feed.

1. 

   13 Oct 2026

   You Earn or Lose the Room in the First 90 Seconds | E.32

   In episode thirty-two of "Selling to Healthcare," Lisa T. Miller zeroes in on the most overlooked moment in the entire sales process: the first presentation to a hospital executive. Most companies treat it as a formality, opening with ten people on the call and twenty minutes of company history. But C-Suite leaders decide almost immediately whether a conversation is worth their time. You earn or lose the room in the first ninety seconds. Lisa shares what hospital CEOs, CFOs, CMOs, and CIOs told her when she asked what earns a second conversation, and distills it into the one filter every executive is running: does this person understand my world, or are they here to explain their product to me? From there, she lays out how to open — with a big idea, a believable number, or a reframe that changes how the executive sees their own situation — and why that kind of insight comes from genuinely knowing the customer's world, not from a messaging workshop. She draws on her own work in purchased services, where ERP systems capture what was paid but not what was inside the invoice, and on moments where knowing a CMS ruling or an emerging payment model before the executive did turned a vendor pitch into an advisory conversation. Then Lisa turns to the part most teams get wrong: the close. Instead of ending with "let us know if you have any questions," she makes the case for a specific, low-friction data request, a one-page options memo that travels inside the organization, and a relationship with the deputy who operationalizes the executive's agenda. This episode offers a practical blueprint for healthcare sales professionals who want their first executive meeting to become the start of a relationship, not the end of the conversation. Highlights of this Episode Include: What Hospital Executives Actually Want: Start with their reality, not your product, and reflect it specifically, not generically. Be clear about the outcomes you can move and how you'll measure them. Make it a working session, not a performance. And respect how they operate, from chiefs of staff and deputies to the channels they prefer. The Goal of the First Meeting: Reflect the organization's current state, connect your work to a small set of priority metrics, and propose two or three credible next moves. If the leader hears their world described accurately, the second meeting takes care of itself — and none of it is about your company. Lead with the Big Idea: Replace "let me tell you about our company" with the specific insight you uncovered. Lisa's go-to opening pairs a defined problem with a concrete commitment: a $500,000 cut in non-labor expense in thirty days, with the run-rate shown by quarter-end. Big numbers are less persuasive than believable ones. Open with a Reframe: Shift how the executive sees their own situation, like evaluating implants on whether they enable new procedures rather than on cost per case. In purchased services, finance sees invoice totals, not the rates and quantities inside them. The point of view is simple: you can't save what you can't see. Know the Market Better Than Anyone in the Room: A CMS ruling on beneficiary incentives or an early read on TEAM becomes a differentiator because almost nobody on the vendor side does the work to stay current. Building that depth properly takes three to four weeks of focused research. Close with a Specific, Low-Friction Request: Ask for a data set the hospital's team can pull easily, and commit to returning their own numbers with your findings within two weeks. It keeps the next step in your hands, and if the deal stalls, that analysis becomes your way back in. Executives can ignore speculative vendor claims, but not their own data. Send the Memo, Then Find the Deputy: A one-page options memo with two or three paths, their timing, and how you'd measure them travels to exactly the people who need to weigh in. The VP of Finance, Associate CMO, or Chief of Staff can make your executive meeting sharper, shorter, and closer to a decision. Read the full articles: https://www.selltohospitals.com/p/executive-level-selling-in-hospitals https://www.selltohospitals.com/p/from-stalled-to-signed-deals-mini Learn more about Lisa at https://lisatmiller.com/about Book an appointment - https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

2. 

   4 Oct 2026

   Mission and Margin: Why a Lost Sale Is Never Just Yours | E.31

   In episode thirty-one of "Selling to Healthcare," Lisa T. Miller makes the case that in healthcare, a lost sale is never just a missed quota. When an outstanding product fails to find traction, patients miss out on better care, hospitals settle for inferior solutions, sales reps fall short of their potential, and good companies struggle in obscurity — which raises the stakes on getting the sale right. Lisa explains why selling to hospitals is fundamentally different: patient outcomes come first, purchasing decisions involve multiple stakeholders with different priorities, and nothing works in a silo. At the center of every decision is the balance between mission and margin — delivering high-quality patient care while meeting financial goals. Using the Hospital Readmissions Reduction Program and Value-Based Purchasing as examples, she shows how the clinical story and the financial story are often the same number, viewed from different chairs. She then walks through seven moves for proving you serve both sides: conducting a mission and margin audit, leading with patient-centered benefits, being precise about financial impact, aligning with each hospital's stated initiatives, providing case studies, offering pilots, and overdelivering once you're in. Along the way, Lisa shares how to build ROI models hospitals can verify for themselves, why conservative ranges earn more trust than aggressive projections, and how a simple priority hypothesis sharpens every first conversation. This episode offers a practical framework for healthcare sales professionals who want to stop telling two separate stories to clinical and financial leaders — and start telling one story that both can act on. Highlights of this Episode Include: A Lost Sale Is Never Just Yours: When a strong product fails to sell, patients, hospitals, sales reps, and the companies behind the product all lose something. Mission and Margin Are Often the Same Number: Excess readmissions can cost a hospital up to 3% across all of its Medicare discharges, and Value-Based Purchasing ties a 2% payment withhold directly to quality performance. Clinical failures and financial pressure show up in the same place. One Story, Two Audiences: The CNO and CFO may be looking at the same problem from different chairs. Keep the numbers connected, but frame what they mean for finance, operations, and clinical leaders. Run a Mission and Margin Audit: Before you approach a hospital, write out exactly how your solution affects patient care and exactly how it affects finances, so you can show the total value, not half of it. Lead with Patients, Then Be Precise About the Money: Mission comes first, but leave no room for misunderstanding on cost and revenue. Build ROI from inputs the hospital can observe and verify, and show conservative, expected, and stronger cases rather than one number built to impress. Write a Priority Hypothesis: Before asking for a meeting, answer four questions — what is this hospital trying to improve, which metric reveals the problem, what's made it more urgent, and what happens if nothing changes. Prove It, Then Overdeliver: Case studies and pilots that track both clinical and financial metrics reduce risk for tight-margin hospitals. Once you're in, obsess over results — that's how small projects become large contracts. Read the full report: https://www.lisatmiller.com/wp-content/uploads/2025/01/Selling-to-the-Healthcare-C-Suite.pdf Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

3. 

   25 Sept 2026

   The Best Way In Is Rarely the Front Door | E.30

   In episode thirty of "Selling to Healthcare," Lisa T. Miller takes on a problem that quietly drains sales teams without them ever noticing — outreach that goes unanswered not because executives are busy, but because it's aimed at the wrong door and carries nothing worth opening. Lisa breaks the issue into two questions: which door are you knocking on, and what are you knocking with? She explains why supply chain and procurement, the obvious front door into a hospital, is rarely where the conversation should start, and why leaders like the Chief Nursing Officer, Chief Operating Officer, VP of Finance, and VP of Perioperative Services often make stronger entry points. Lisa shares a simple test for choosing your door, how to tailor your opening to what each executive is listening for, and how to use CMS readmissions penalty data to find where a hospital's clinical and financial pressures line up. Lisa then turns to what sellers bring to the door, making the case that cold email quietly damages your brand while offering only the illusion of efficiency. She walks through the alternatives that actually earn executive replies — genuinely useful newsletters, direct mail, FedEx-delivered sell sheets, short personal videos, and original writing shared for feedback — along with her Golden Rule of Follow-Up. This episode offers a practical playbook for healthcare sales professionals who are tired of sending more and hearing less, and who want to show up at the right door with something executives are glad they opened. Highlights of this Episode Include: Choose the Right Door: Supply chain is the obvious front door, but rarely where the conversation should start. Ask whose day gets harder if your product doesn't exist, and whose metric moves if it does — that leader is your entry point. Match the Message to the Leader: The CFO needs to see value, the COO responds to vision, and the CMO or CNO cares about clinical outcomes and differentiation. The same product needs a different opening for each. Use Readmissions Data as Your Opening: Under the Hospital Readmissions Reduction Program, excess readmissions can cost a hospital up to 3% across all of its Medicare discharges. Pull the penalty data for your top five accounts and write a short, specific note in their language. The Hidden Cost of Cold Email: Cold email offers a false promise of efficiency — and executives who mark you as spam will never tell you. Ten personal emails to people who know you will outperform a thousand to strangers. Build a Newsletter Worth Replying To: Genuinely useful content keeps you on an executive's radar and builds trust over time. Mine sources like Reddit to learn how your buyers describe their own problems — then use their words, not yours. Step Outside the Inbox: Direct mail, FedEx-delivered role-specific sell sheets, thirty-second personal videos offering a one-page brief, and original writing shared for feedback all stand out where email doesn't. The Golden Rule of Follow-Up: Every interaction must add value. A "just checking in" email breaks the rule the same way cold email does — it asks for attention and gives nothing back. Read the full report: https://www.lisatmiller.com/wp-content/uploads/2025/01/Selling-to-the-Healthcare-C-Suite.pdf Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

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